VML THE COCKTAIL and Heinz hacked the bookshelves for the launch of a new family-oriented pasta sauce. Instead of a typical ad, the new Smooth Tomato Bolognese is unveiled within a brand-new Mr Men Little Miss book. The story tells of the transformation of Mr. Good, one of the most popular characters in the franchise, into "Mr. Ridiculously Good", thus naming the new star of the iconic British saga with the name of the brand platform. This disruptive strategy elevates the pasta category, proving that creative innovation can engage families in unexpected ways and transform mealtimes.
Mr. Ridiculously Good
How a tomato sauce transformed a British literary icon forever
Client
- Heinz
Office
- Spain
Heinz launches a new pasta sauce through a new Mr. Men Little Miss book.
With Heinz Pasta Sauces, we are always looking for ways to keep building on the legacy of the brand. We seek to tap into culture and stay relevant to our consumers. And this is the mindset that has made possible for the Heinz jar to end up on the covers of this iconic book series.
Gloria Hernández
Executive Creative Director at VML THE COCKTAIL
Research revealed that for UK families, the dinner table had become a battleground. Parents struggled with feeling like good providers while children fought for mealtime control. The adversary wasn't "chunky" food—it was the inherent conflict itself. A simple product launch for our new smooth Bolognese wouldn't suffice; we needed to create a mealtime truce.
Our solution was a strategic partnership with the iconic Mr. Men Little Miss franchise to achieve something neither brand could alone: the co-creation of a new, official character—"Mr. Ridiculously Good"—envisioned as a mealtime peacemaker.
We co-authored a story that embedded our product's smoothness into a charming narrative: Mr. Good transforms into "Mr. Ridiculously Good" by crafting the smoothest sauce for his friends, honoring both brands' personalities.
Instead of launching a sauce, we launched a story. Rather than advertising a product, we created a piece of culture: a children's book that made our sauce an authentic part of British family storytelling.
This breakthrough thinking—that a shared story surpasses a product feature—directly informed an execution of a genuine book launched through OOH, social media, and influencers.
The sauce became the #2 best-seller for Heinz within four weeks, capturing 13% of total sales in its launch phase. It drove 33% incremental sales from new families, outperforming targets. The campaign also generated significant cultural impact, with collectible books boosting the Mr. Men franchise and demonstrating the value of co-creation.
Please provide your contact information to continue.
Awards
2026 Premios Nacionales de Creatividad
Strategy - Brand consistency
Silver
2026 Premios Nacionales de Creatividad
Idea - Food
Bronze
2026 Premios Nacionales de Creatividad
Content - Editorial
Bronze
2026 Premios Nacionales de Creatividad
Strategy - Disruption
Annuary
2026 GoliADs
Outdoor
Best graphic campaign
2026 El Sol
Outdoor - Food
Bronze
2026 El Sol
Design - Product design
Bronze
Related Content
Generali
Paws The Noise
Turning the sound of Las Fallas into real protection for pets
Read Case Study 